Estée Lauder – Wrinkle Test

For the Wrinkle Test, Estée Lauder needed to make the "Reduce wrinkles" promise something shoppers in the skin care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise anti-aging claims.

The brief for the Wrinkle Test was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for Estée Lauder.

Estée Lauder, a prominent skincare brand, sought to transform the consumer experience in department stores by inviting shoppers directly to their cosmetic counters. Rather than relying on traditional sales pitches, they wanted a hands-on, self-use tool that would intrigue...

USP Demo Solutions built the Wrinkle Test for Estée Lauder around the Wrinkle Test method, reducing the Reduce wrinkles story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the skin care aisle instead of a one-way pitch.

From the same physical interaction with the Wrinkle Test, the demo substantiates claim areas such as anti-aging, so a single asset can carry several conversations across the Estée Lauder range.

The result for Estée Lauder is a interactive tool, delivered through the Wrinkle Test as something the consumer experiences first-hand rather than has to take on trust.

By turning Estée Lauder's "Reduce wrinkles" message into a hands-on Wrinkle Test moment, the Wrinkle Test becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, Estée Lauder runs the Wrinkle Test primarily for retail activation, delivered in diagnostic tool, physical demo so the same Wrinkle Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.